The study identify the innovation strategies of fintechs business model in in Rio Grande do Sul. In order to achieve the objective, a qualitative research was carried out through semi-structured interviews, using the Business Model Canvas (BMC) and the innovation strategies of business model by Caria (2017) as a theoretical lens. The main results was the innovation strategies of business model identified. Four new business model innovation strategies were identified in the fintechs studied, which are: democratization of financial services, transparency, focus on underserved segments and intuitive platforms. In this way, the study contributes to the academic field, as the challenges and impacts of fintechs need to be understood. Furthermore, the Business Model Canvas framework establishes current and future models, illustrates how the business makes financial and strategic sense. In addition, the use of BMC to identify innovation strategies became a key point in this study. In practice, the established business model serves as a guide/map for managers in the financial sector, as well as for startups in financial services to rethink their model and ensure their performance in the market.